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DM 5 Advertising on Digital Platforms - Coggle Diagram
DM 5
Advertising on Digital Platforms
Google Ads Network - Core Principles
Relevance
Shows the right ad at the right time
Avoids wastage and helps customers experience relevant ads
Control
Full control over budget
The Flexibility to change campaign strategy, modify budget or even restart campaign
Measurable results
Campaign performance is entirely measurable
Advertisers only pay for the results
Google Ads Campaign Types
Search
Search ads typically occupy the first positions on Google search results and are highly visible
Benefits
Potential customers notice their brands
Consider their products
Take action
Reach out to potential customers who are likely to use Google to search
Uses:
Search info
Compare products
Shop online
Discover something new
Keyword: refers to phrase that triggers a search ad; the entire phrase entered into Google search box is considered 1 keyword
Best Practice strategy
Should: Phrases 2-3 keywords
Should NOT:
Single/ too generic keywords
Too specific (low search volume)
Google search result page:
one page - 7 ads slots
first 4 - occupied by ads , last 3 - lower performing ads
results that occupy the space between the 4 ads and the bottom 3 ads - organic results
Ads Rank: Determinant Factors
Max CPC
Determined by the advertisers willingness to pay for mac amt /click
charge for every click and not ad display
highest bidder not necessarily occupy top position
Quality Score
Google evaluates quality of search ads
Based on CTR, ad relevance, landing page experience
More than 7 good, less than 3 bad
Google ad rank calculation - Mac CPC = Quality Score
Ad rank = Max CPC x Quality Score
Actual CPC Formula = Ad rank of next competitor/ your quality score + 0.01
Google Ads algo rewards advertisers who have a quality score with higher ad position and lower costs
Display
Visual-Based Advertising
Key function of an ad network is to aggregate ad spaces from publishers and match it with the advertisers' demands
Key features:
Selecting right target audience considering:
Demographics, interests and behaviour
Selective where ad appears:
Specific websites, mobile apps
Video
Can appear on their own or within another video content
Have skippable and on-non-skippable versions of videos ads
Advertisers pay only if people do not skip and choose to watch them
Create
Create free YouTiube channel to upload video ads
Connect
Connect YouTube channel to google ads account to launch the video campaign
Choose
Choose different kinds of target audience for your YouTube video ads
Youtube Ad Format
Bumper ads
In-stream ads
Outstream ads
Masthead
TrueView In-stream ads
TrueView Discovery ads
Shopping
FB for business
Promote > Boost > Get more
FB & Insta Ad campaign - set up business manager account
Steps for a new campaign -
Choose campaign obj
Select audience
Select Budget
Select Format
Choose where to display ads
WhatsApp for business
Customise business profile
Reporting statistics
Messaging tools availability
Email Marketing - highest ROI
Apps
